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Abstract ▼ AI-Helper

The uncertainty of the survival of companies is gradually increasing amid a fiercely competitive marketing environment due to the rise in customers’ various demands. Recently the expansion of social media enables customers to take the initiative in creating and sharing information; hence, the creati...

The uncertainty of the survival of companies is gradually increasing amid a fiercely competitive marketing environment due to the rise in customers’ various demands. Recently the expansion of social media enables customers to take the initiative in creating and sharing information; hence, the creation of customer-oriented creative values is required. The purposes of this research are twofold. One of the purposes is to elucidate the realistic possibility of the creation of creative values through management innovation focusing on design thinking based on the discovery of customer insight. We suggest the necessity of an approach of design management as a strategy for the growth of companies. The other purpose is to devise a creative problem-solving method based on autonomous communication between user groups, and their participation, in the environment of social media. To accomplish these purposes, this research explored successful cases of companies which used collective intelligence, concentrating on the process of product development. We suggested three stages: ① Planning Stage, ② Development Stage and ③ Marketing Stage. Further, we proposed internal and external matters of organization to vitalize collective intelligence in companies. In conclusion, we found a clue to creativity in the collaboration process of groups, by considering the application of collective intelligence in companies as a part of design thinking for creating creative values. We leave it to further studies to shed new light on values of design on the strategic issues of survival and growth of business administration by basing a search for creative methods on the category of design thinking.

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